Evaluating service quality and customer satisfaction at the DUT sports department: a GAP analysis approach

Abstract

Service quality is pivotal in determining customer satisfaction, especially in sports management contexts. This study investigates the gap between member expectations and actual service experiences at the DUT Sports Department. A quantitative approach was employed, surveying 322 out of 700 sports club members. The study utilized GAP analysis to assess five service quality dimensions: Tangibles, Reliability, Responsiveness, Assurance, and Empathy. Results indicated an overall average gap score of -0.05, suggesting that actual service quality fell short of member expectations. The Tangibles dimension had the largest gap (0.10), indicating a need for improvements in facility aesthetics. Assurance and Empathy dimensions showed minimal gaps (0.01 each), reflecting satisfactory service in staff behaviour and personalized attention. Based on these findings, recommendations include investing in facility upgrades to enhance visual appeal, providing ongoing staff training to improve service efficiency, and implementing regular service quality assessments to address and close gaps. These measures are anticipated to enhance member satisfaction and align service delivery with expectations.